Bengaluru, March 21, 2025: Amazon Fashion revealed significant milestones for its Next Gen Store, highlighting transformative growth patterns that reflect evolving fashion consumption in India. Launched in 2023 as India’s first dedicated digital fashion hub for Gen Z, the innovative storefront has catalyzed a 3X increase in Gen Z customers and an even more remarkable 4X surge from tier-two cities, demonstrating the democratization of trend-forward fashion across India’s geography. The Next Gen Store has successfully bridged the market gap for youth-oriented fashion through its strategic approach of combining global trends with local sensibilities. Featuring an extensive portfolio of 340+ domestic and global brands with over 2 million products, the online store has established itself as the definitive destination for digitally-native fashion consumers seeking both accessibility and expression.
To build on this momentum, Amazon Fashion will host the highly anticipated Next Gen online shopping event from March 20-24, offering up to 60% off on curated collections that capture defining youth aesthetics. The event will showcase contemporary style narratives including Y2K baddie, 90s grunge, street star, and soft boy, alongside fashion staples reimagined through a Gen Z lens—from oversized silhouettes to sculpting fits, monochrome palettes to neon accents.
“The remarkable growth of our Next Gen Store reflects a fundamental shift in India’s fashion ecosystem,” said Siddharth Bhagat, Director of Amazon Fashion and Beauty India. “What we are witnessing is an emergence of a new fashion paradigm where Gen Z consumers from across India’s diverse geography are embracing self-expression through style. The Next Gen store’s success in tier-two cities like Chandigarh, Jaipur, Surat and more particularly highlights how digital platforms are reshaping fashion accessibility, allowing trend-forward selections to reach beyond metropolitan boundaries.”
The Next Gen Store has evolved through strategic brand collaborations that align with the distinct values of Gen Z consumers—emphasizing sustainability, inclusivity, gender fluidity, and individual expression. This customer-backward approach has positioned Amazon Fashion at the intersection of commerce and culture, establishing the platform as an influential force in shaping India's fashion narrative.
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